The Volley Framework: Migrating & Redesigning Our Website

Back in early May, we set out to make some big changes to our marketing website. We had plenty of ideas, but they all boiled down to one major inflection point: the desire to move faster.

Getting Started: Empowering our team

After years of hosting the website ourselves, we realized that we could be moving faster by providing our non-technical team (think content strategists, marketing, etc.) with the tools they needed to push out updates, therefore empowering them to own this workstream.

By migrating our website over to Webflow, we were able to build a production-ready experience with little-to-no coding. Building our updated site within Webflow afforded us the freedom to craft a site, messaging, and more, all without having to loop in one of our engineers. 

To get started, we worked with a certified Webflow Professional Partner, Emmett Armstrong, to help kick things off. By working together, we were able to plan and strategize our design work in tandem with Emmett building our Webflow foundation, freeing us up to focus on layout, copy, and assets.

The Volley Framework: Simple yet structured

With a desire to migrate the site to reflect our most recent product updates, we adopted The Volley Framework. 

This particular framework borrows from—you guessed it—the game of volleyball. Each time the ball passes over the net, it’s the other teams’ turn to try and hit it back. Similar to this concept, when our Lead Designer, Tim Quirino, took an initial pass on our website structure (Volley 1), he would wait for feedback from our marketing team, thus resulting in Volley 2. This process would continue to Volley 3, 4, etc., until we felt like we were in a good place to proceed.

In addition to The Volley Framework, utilizing Webflow allowed us to design patterns that we could leverage repeatedly. “Sections” such as our customer testimonials could be designed on our end, implemented within Webflow, and be forever repeated if desired. By designing with Webflow’s structure in mind, we were able to create a fully responsive website that would set our marketing team up for success.

Moving Forward: Setting a new standard

We launched our new website last Friday 🎉 and have since iterated, updated, and edited our pages to reflect recent changes and ideas. We were able to create a new production workflow for creating hi-resolution “crispy” product screens and examples, alongside using new fonts, styles, and colors to get us moving (but still gives us room to grow).

Additionally, we embraced third-party websites like Notion, Canny, and Substack for pages that felt like they either needed a bit more time to get built out or would perform better elsewhere.

We look forward to continuously improving our marketing website experience, and would love to hear from you! If you have any questions on our migration to Webflow or tips, please reach out to us at support@threads.com.